1969
Founded on July 21, 1969, American Standard was established through a joint venture between Thai shareholders and American Standard Inc. from the USA. American Standard produces and sells high-quality glazed ceramic sanitary ware, Vitreous China, offering a wide range of products in the Thai market. These include basic squat toilets, basic seated toilets, and luxurious one-piece sanitary ware.
1977 to 1996
1977
American Standard was the first brand to build its identity through successful TV advertising. It effectively communicated and created a strong brand image with a sharp tagline crafted by leading advertising agencies of that era. The first advertisement, in the late 1970s, highlighted the durability and quality of bathroom fixtures. Subsequent advertisements continued to emphasize beautiful design elements.
1990
Introduced consumers to full bathroom collections for complete and aesthetically pleasing bathrooms.
1996
Established a faucet manufacturing plant in Rayong, producing faucets using ceramic valve technology with standards and quality equivalent to German products. The following year, production expanded from Rangsit to Rayong to meet increasing demand.
2004 to 2009
2004
The first Acacia sanitary ware model, designed by Thai designer Khumthong Jensuwan, was introduced in 2004. Its simple shapes and lines, suitable for modern bathrooms, cater to Thai tastes and modern lifestyles.
The concept of Family Health™ Technology emerged, preventing and inhibiting bacteria and providing low-lead faucets, cementing its image as a leader in cleanliness and safety.
2009
Launched the American Standard Bathhouse, a flagship showroom and comprehensive bathroom product center, at the Crystal Design Center (CDC), reinforcing its industry leadership.
2010 to 2014
2010
Initiated the “American Standard: Doing Good with Heart, Giving Back to Society” project, donating sanitary ware, scholarships, and supporting natural disaster recovery efforts.
2014
Unveiled the new Acacia Evolution collection, inspired by Asian lifestyles and nature, combined with modern technology. This collection gained popularity both domestically and internationally, winning the Good Design Award 2014.
The launch event featured Allison Sansom, the first runner-up of Miss Universe Thailand 2014. It included an AR digital platform and The Naked Truck Road Show, a mobile showroom showcasing the new collection in Bangkok and Pattaya.
2015 to 2018
2015
With a vision recognizing the younger generation's potential, American Standard launched the American Standard Design Award (ASDA) campaign for the first time. This initiative provided design students the opportunity to submit their work for competition, achieving success both in Thailand and the Asia Pacific region. The campaign has been held annually ever since.
2017
Introduced the “Dream Bathrooms” campaign, featuring three celebrity endorsers with diverse styles to inspire creative bathroom designs: Oh Hathairat Jaroenchaichana (Oh Futon), Sean Chavanon Caisiri, designer and owner of POEM brand, and Takraw Tatchawee Sontirati, owner of Indigoskin jeans brand. A lifestyle ad campaign was released across various channels.
2018
Delivered cutting-edge technology exclusive to American Standard, the "Hygiene Clean System" establishes us as the top brand consumers trust for cleanliness. Also launched was a new trend in smart sanitary ware with the concept of "I Love Spalet." The term "Spalet" combines "Spa" and "Toilet," seamlessly blending to create automatic sanitary ware that offers an elevated level of comfort and the best hygiene, akin to having a luxurious spa at home.
2019 to 2021
2019
Introduced the Acacia SupaSleek collection, which epitomizes innovation and design. Every curve has been meticulously crafted to achieve the highest level of excellence. The sleek and slim design offers a modern look without compromising comfort and innovative cleanliness.
2020
The Bangkok headquarters and customer service center relocated to the AIA Capital Center on Ratchadaphisek Road.
Pioneered a new marketing approach using TikTok as a social platform to launch its new Touchless Sensor sanitary ware, targeting Gen Z, who are influential in their families. American Standard boldly ventured into uncharted marketing territory with a TikTok Dance Challenge, the first in the sanitary ware industry. This initiative is part of LIXIL's ethos of experimenting with and learning from new experiences.
2021
Launched several new product collections that have won global awards, designed with a consumer-centric approach and a focus on environmental sustainability. Examples include the EasyFlo faucet, an innovation created to make life easier with a simple push while conserving water. Another example is the Studio-S, a cutting-edge one-piece toilet without a tank that still delivers excellent flushing power.
2022 to 2023
2022
Under the leadership of LIXIL Water Technology, the world’s largest leader in sanitary ware, American Standard introduced a new global identity along with the new tagline "LIFE.LOVE.HOME," focusing on enabling people to create a home that they will love. The company also launched “Mark Prin” as the brand ambassador, representing a new generation that values self-care and carefully selects products. The campaign “Enhance Your Happiness” targets young consumers and expands the sanitary ware market.
Additionally, American Standard introduced the new DuoStix, an innovation offering two cool functions in one: gentle body cleansing and convenient bathroom cleaning.
American Standard also launched the e-Lite smart sanitary ware, which elevates the bathroom experience with comprehensive premium features at an affordable price.
2023
Introduced the Loven Collection, developed from the concept of Urbanization to cater to the growing trend of urban living. This collection targets Gen Y consumers, especially those with their first homes, newlyweds, and people living in smaller spaces. The designs are multi-functional, providing complete convenience and comfort for small living areas.
Additionally, the collection includes the versatile Smart Washer toilet seat, which enhances hygiene and simplifies life with smarter cleaning. With the Universal Size concept, it fits various toilet models from multiple brands.
2024
American Standard has won BrandAge magazine's 2024 Thailand’s Most Admired Brand award for the eighth consecutive year, reaffirming its success and reflecting consumer confidence as the top brand in the hearts of Thai people.
This year also marks American Standard's 55th anniversary in Thailand. The company continues its marketing campaigns and remains committed to developing innovative bathroom products. Beyond convenience and beautiful design, hygiene remains a core focus. This unwavering dedication aims to enhance and elevate the quality of life for all Thai people.
